INDIA – Orchard, a Leo Burnett’s agency, recently kicked off a campaign for Amazon Kindle in India, the first for Amazon’s Kindle Paperwhite range in the country.
The 3-minute film depicts the journey of an avid reader who goes through different emotions as he reads a story on his Kindle while he is in a plane, a train, a bus, and then in a boat to reach a tiny village, only to read a story to a bunch of excited kids. The narrative showcases how the
Kindle Paperwhite delivers the ultimate reading experience. Banking on the insight that uninterrupted reading is important for avid readers, the creative team at Leo Burnett India delivered a narrative that not only highlights the many features of the product, but also brings alive the joy of reading. The commercial also facilitates sharing the joy of reading among its target audience.
Speaking about the campaign, Raj Deepak Das, Chief Creative Officer, Leo Burnett India said, ”Our overall objective was to communicate that, today, Kindle is the best device for reading. It is your reading buddy that can travel with you across time and spaces. We needed to let people know that irrespective of the conditions around you, the Kindle will never let you down thanks to its outstanding features.”
“Reading and storytelling are two sides of the same coin and we needed to communicate in a human manner, in a manner that touches the heart and resonates with every avid reader. Using this extremely beautiful story with its memorable music, we wish to inspire people to read more because it is so much easier with a Kindle,” he said.
CREATIVE CREDITS
Client / Brand: AMAZON / KINDLE PAPERWHITE
Agency: ORCHARD, BANGALORE, A LEO BURNETT AGENCY
Chief Creative Officer: RAJ DEEPAK DAS
Creative Director: GUNJAN PODDAR
Vice President & Branch Head: NEHA CONTRACTOR
Brand Director: ASHISH ANAND
Agency Producer: KEVIN AFFONSO
Director: RAM MADHVANI
Production Co & City: EQUINOX FILMS PVT. LTD – MUMBAI
Executive Producer: MANOJ SHROFF
Line Producer: POONAM WAHI
Director of Photography: MITESH MIRCHANDANI / ANUJ DHAWAN
Production Designer: ANNA IPE
Casting Director / Assistant: KANIKA BERRY / RAJBIR ANAND
Actor Workshops / Actor: VINOD RAWAT/ VARUN MITRA
Directors Chief Assistant: RHEA PRABHU
Storyboard: CHETAN SHARMA
Costume Stylist, Mumbai: MANJU THAWANI
Production Managers: NIKHIL BOPANNA / AKSHITI GOLERIA
Post Production Supervisor: SANAJAOBA NONGTHOMBAM
Post Production Manager: SURYAKANT BHAYADE
Post Production & City: AFTER, MUMBAI
Editor: MONISHA BALDAWA
Online editors: KEVIN MATTHEW, HIREN SHANISCHARA, RAJIV RAJAGOPAL
Music & Music Publisher: TAJDAR JUNAID
Lyrics: SWANAND KIRKIRE
Singer: SWANAND KIRKIRE
Voice Over: VARUN MITRA
Sound Engineer: ARUN CASTRO
Assistant Sound Engineer: SANKETH SHETTY
Studio: CASTROS STUDIO
